User Education/Firefox Downloads

Problem: Someone wants to download Firefox so they search for it. Often an ad is placed above our #1 search result. Many people click on these ads (even when they know they are ads) and often end up installing old versions of Firefox or Firefox along with a whole host of other software, some of which changes default settings in Firefox. Sometimes people find it impossible to actually install Firefox. These experiences are terrible - they harm people's computers.

Goal

• Find a solution (possibly purchasing ad keywords) so that we can easily direct people to mozilla.org, increase Firefox downloads and provide the experience we've designed to our users.
• Supports: Get Firefox on a Growth Trajectory

Timeline

• [DONE] Initial research - March 24
• [DONE] Compile findings - April 25
• [DONE] Present findings and recommendations to stakeholders - May 9
  • Presented initial findings to Eric Petit on May 9th.
  • May 20: Eric suggested we restart a modest SEM/SEO program. It was determined that Greg Jost would take the lead on this with the next action to create a brief for Pete's approval. Possible scope/considerations:
    • policing and reporting poachers who are buying up our brand terms
    • supporting Firefox downloads more aggressively with targeted paid search efforts
    • testing and improving messaging in an ongoing optimization program targeting growth in key markets.
    • supporting and amplifying ongoing marketing campaign messages as needed
    • periodic SEM/SEO performance audits
    • Test paid versus organic efficiencies
    • revisit previous targeting constraints now that Darren is onboard
  • May 30: A brief should be available for feedback soon.

Documents

• Initial research using usertesting.com (Download process v1 & Download process v2)
• People clicking on ads (video)
• People trying to download Firefox (video)